When Google decided to launch Analytics they thought they wanted to Provide content owners to see how users were using their site

Are you asking the right questions? Are visitors signing up on my site? Which marketing initiatives are the most effective? What do people do while on the site? Is the website design driving people away? Are the visitors signing up? Purchasing? Where do they abandon the free trial process? What keywords resonate with prospects and get people to convert?

Insights about all your keywords
- quickly segment your data and see performance
- you can easily get o
Take it for a spin and explore the tool on you

Todd

The problem – many pages weren’t converting
The solution – used Google Analytics to track and Web Site Optimizer to edit

The Problem
- in the month of may we had over 4300 landing page visits in the

The Solution
- we added 3 images of our featured hotels with a link to their featured listing.

Targeting Spanish/Portuguese Search Ads by Demographics & Behavior

Testing captions – tested them within
- Used Google website optimizer

Google Website Optimizer
- powerful and free
- tells you when you have
- 38% increase

Most websites have a conversion; it can be selling more products or gaining more leads

Guilherme

2 case studies to show today.

Web Analytics: Is everyone doing it right?
- very few companies measure results and even fewer take action based on web analytics
- the ones that say they measure: either have tons of data and do not analyze

Define what you want to measure
- people call it goals or KPIs
o sales
o forms completed
o navigation to a specific page

Results
- SEM campaigns had the lowest CPL
- Search engines are now responsible for 55% up from 30%
- Client achieved 140% of its goals for the year
- Reduced CPC costs by 75% and traffic up by 9 times

Case Study - Online Retailer

Problem
- no user base
- no history
- new website
- very tough competition
- no web analytics

Approach
- put Google Analytics on the site
- Defined the KPIs

Initial analysis
- high CPA
- high bounce rate
- low time spent on site per user

Result
- conversion rate went up 49%, average daily orders went up 700%

Take away
- you don’t need an expensive tool
- keep it simple, don’t choose too many goals or KPIs
- analyze it daily
- take real action based on your analysis
- Use the 90/10 rule – 10% of your time creating reports, 90% of your time analyzing and taking actions

Q: Is there any lag with Google Analytics?
A: Alex – it takes about 3 hours to see data. When you first start it will take 24 hours to really see worth while data.

Q: What other features of Google Analytics do you like that you didn’t mention?
A: Alex – really likes the geo location reports.

Q: Why is there a difference between Analytics and what the host say? What are the common reasons for differences between different Analytic packages.
A: Alex – thinks it’s a great question that he hears all the time. What’s most important is the trend and not the actual number. Each tool uses a range of technology and different data sets. JavaScript cant count robots, spiders and other things that log files can count. Robots and the like don’t run JavaScript so that could be part of it.